Mittal lamented the undermining of Kashmir’s heritage, saying that even “Cashmere” owes its name to the region, yet the credit, branding, and storytelling are often missing. Local startups like FastBeetle and Bayaan have been working to change that narrative.
The valley has also faced setbacks. The April 22 terrorist attack in Pahalgam led to a 90% collapse in tourism. Mittal highlighted the unwavering spirit of the locals during his recent visit despite the adversities faced by them.
“The terrorists attacked the very engine of progress, the economy, deliberately and mercilessly. But instead of breaking Kashmiris, it gave them a steely resolve to unite,” he wrote.
“A shopkeeper in Gulmarg pointed to the sky with positivity, ‘Woh dega…he will provide’. Closer to the Line of Control, soldiers, avid Shark Tank India watchers, spoke with pride about Kashmir’s growth & its people (sic),” the seasoned entrepreneur added.